Ingenuity Brands has launched Brainiac Kids, a range of yogurts featuring three strains of live and active probiotic cultures, in a move to disrupt the children’s yogurt category.
The line is enhanced with a blend of omega-3s DHA and ALA as well as choline, which, according to Ingenuity Brands, can support childhood brain development.
In a statement, the company said: “Omega-3 DHA is an essential building block of brain cells and choline is an essential nutrient that connects and enhances our brain’s information ‘superhighways’.
Available in four flavours – strawberry banana, strawberry, mixed berry, and cherry vanilla – the Brainiac Kids range aims to meet a growing consumer demand for healthier yogurt options with added benefits.
Jonathan Wolfson, founder and CEO of Ingenuity Brands, said: “When we needed to switch our newborn to formula, my wife and I spent a lot of time investigating the options. The focus on brain nutrients made us wonder if our older kids were missing out. With the help of experts, we discovered that kids in America, including ours, are getting far too little of the critical nutrients their rapidly growing brains need.”
He added: “Our kids’ brains continue to develop after those first critical 1,000 days ― and we need good, kid-friendly foods to nurture developing brains throughout their childhood and teen years. These nutritional challenges presented an opportunity to create a food brand from the ground up, focused on brain nutrition and launched with yogurts that are not only delicious and fun for kids, but also help to feed their brains and close the nutrient gap.”
Mark Brooks, co-founder and president of Ingenuity Brands, said: “As a parent of three, I know how hard it is to get kids to eat good sources of these nutrients ― like salmon and broccoli ― which is why Brainiac Kids is so exciting to me.
“It’s a whole food that kids will love and parents can feel good about, as it helps every child get the brain nutrients they need to reach their full potential.”
© FoodBev Media Ltd 2019